本文選題：性暗示　切入點(diǎn)：現(xiàn)象學(xué)　出處：《東北師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：當(dāng)下之時(shí),有人說是一個(gè)“眼球時(shí)代”,也有人說是一個(gè)“信息時(shí)代”,還有人說是一個(gè)“媒體時(shí)代”。泛陳其間,廣告就象空氣一般如影隨形,它也像路邊的石子俯仰皆是,這個(gè)時(shí)代何嘗不是“廣告的時(shí)代”。性暗示作為廣告的一種表現(xiàn)方式悄然而至。性,亙古以來被討論良久,它就象羞答答的新娘蓋著紅蓋頭——讓人欲說還休。一場關(guān)于性暗示廣告的美學(xué)討論與日俱烈。時(shí)至今日,學(xué)術(shù)界尚未就其含義給出一個(gè)明確的界定,俗話說名不正則言不順。性暗示具備“含而不露”和“擬物、意指、移覺”兩個(gè)特征。這種“不著一字,盡得風(fēng)流”的藝術(shù)表現(xiàn)和中國傳統(tǒng)美學(xué)思想中“以無為有”、“寓情于物”的審美境界妙得一源。性暗示廣告是一種發(fā)乎于“性”(視覺表現(xiàn))而止乎于“理”(廣告訴求)的含蓄表現(xiàn)方式。如是而言,學(xué)術(shù)界將“性感廣告”、“色情廣告”與其混為一談實(shí)是曲解,有“性”無“色”才是它的本意。某些作品以“性”之名“春光乍泄”,致人們心生誤解。于此而言,這既不利于性觀念的健康發(fā)展,也有害于廣告“性暗示”的創(chuàng)意無限。本文試圖以現(xiàn)象學(xué)“懸置”之方法,通過文化、民族、知識(shí)、心理等多元角度欲探尋性暗示的“本身”(現(xiàn)象學(xué)用詞)。性暗示在廣告中方興未艾,既是受眾對(duì)形象美、形體美、知覺美的需要,也是性觀念日益開放的緣由。文化、藝術(shù)消費(fèi)是人類需求的更高層次,由是,性暗示在廣告中恰逢其時(shí)、如木逢春。性暗示廣告通常以“擬物式”、“情景式”、“符號(hào)式”和“器官式”予以表現(xiàn)。有學(xué)者認(rèn)為,性暗示廣告表現(xiàn)的過于暴露會(huì)引起受眾心理不適,甚或毒害青少年心智,宣揚(yáng)了“物欲”和“肉欲”思想。一方面或可是“四大表現(xiàn)”運(yùn)用不當(dāng);另一面或可是作品假借“暗示”之名行“明示”之實(shí)。當(dāng)其如此,我們不能對(duì)之一概而論,而宜擇其善者而從之,擇其不善者而棄之。《廣告法》對(duì)性暗示廣告有所規(guī)定,這說明性觀念日益進(jìn)步并被重視。另也隱憂,說明性暗示廣告正向?qū)徝廊∠虻娜笔А２谎宰悦?如此一來,一些關(guān)于性教育、預(yù)防艾滋病的公益廣告也會(huì)受到輿情和法治的限制。由此而言,文中歸納了性暗示廣告的三大審美特征:歷史性、民族性、文化性的統(tǒng)一;藝術(shù)性、趣味性、思想性的統(tǒng)一;符號(hào)化、指代化、抽象化的統(tǒng)一。與之相應(yīng)的是三把衡量其審美標(biāo)準(zhǔn)的尺度:第一,遵從倫理和道德的“三要四不能”;第二,遵從形式為內(nèi)容服務(wù)的“四維一體”;第三,遵從實(shí)用和美育“1+1”的雙效功能。性暗示廣告涉及到社會(huì)學(xué)、傳播學(xué)、心理學(xué)等綜合知識(shí),它既是文化現(xiàn)象,也是經(jīng)濟(jì)現(xiàn)象,更是審美現(xiàn)象。是非曲直,不能小大由之,深切需要一種批判理論。觀之以行,置之以理,使性暗示廣告“各美其美”、落英紛呈。這也是我們喜聞樂見的愿景所在。
[Abstract]:At the present time, some people say that it is an "era of eyeballs", others say that it is a "age of information", and others say that it is a "age of media." during this period of time, advertisements follow like air, and they are also like pebbles on the side of the road. This era is not "the age of advertising." sexual cues, as an expression of advertising, have come quietly. Sex has been discussed for a long time since ancient times. It's like a shy bride with a red cap on it. An aesthetic discussion of sexual cues is growing. Until now, the academic community has yet to give a clear definition of what it means. As the saying goes, if the name is not correct, it is not true. Sexual cues have the characteristics of "containing but not revealing" and "imitating objects". The artistic expression and the traditional Chinese aesthetic thought of "doing nothing" and "feeling in things" have a source of beauty. Sexual implied advertising is a kind of "sex" (visual expression) but not "reason" (widely told). The implicit way of expression. If so, The academic circles confuse "sexy advertising" and "pornographic advertising" with it is a misinterpretation, and having "sex" without "color" is its original intention. Some works "spring and shine" in the name of "sex" have caused people to misunderstand. This is not conducive to the healthy development of the concept of sex, but also harmful to the unlimited creativity of "sexual suggestion" in advertising. This paper attempts to adopt the phenomenological method of "suspension" through culture, nationality, and knowledge. In the advertising, sexual suggestion is in the ascendant. It is not only the needs of the audience for the beauty of image, form and perception, but also the reason for the increasing openness of sexual concept. Art consumption is a higher level of human demand, so sexual cues are at the right time in advertising, such as wood and spring. Sexual cues are usually expressed as "imitating", "situational", "symbolic" and "organ". Too much exposure of sexual implied advertising will cause psychological discomfort of the audience, or even poison the mind of young people, propagating the thought of "material desire" and "carnal desire". On the one hand, it may be the improper use of the "four major expressions"; On the other side, or on the other hand, the work, under the guise of "hinting", is "explicit". When it is so, we should not generalize about it, but choose its good from it, and choose its bad from it. [advertising Law] provides for sexual hinting advertising, This shows that the concept of sex is getting more and more advanced and is being valued. There are also worries about the lack of positive aesthetic orientation of sexual implied advertising. It is self-evident that, in this way, some sex education, The public service advertisement of AIDS prevention will also be restricted by public opinion and the rule of law. Therefore, the paper summarizes the three aesthetic characteristics of sexual hinting advertisement: the unity of history, nationality and culture, the unity of art, interest and thought; The unity of symbolization, denotation, and abstraction. Correspondingly, there are three yardsticks to measure their aesthetic standards: first, to comply with ethics and morality; second, to comply with the "four dimensions" that form serves for the content; and third, to conform to the "four dimensions" that serve the content. Following the dual function of practical and aesthetic education "11". Sex implies that advertising involves the comprehensive knowledge of sociology, communication, psychology, etc. It is not only a cultural phenomenon, but also an economic phenomenon, but also an aesthetic phenomenon. There is a deep need for a critical theory.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J524.3

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 彭李千慧;;淺析防艾公益廣告中性暗示因素的運(yùn)用與發(fā)展[J];時(shí)代文學(xué)(下半月);2015年03期

2 周媛媛;;廣告文化的地域性[J];大眾文藝;2013年14期

3 彭李千慧;;淺析藝術(shù)類性暗示廣告的基本特征和分類[J];前沿;2012年24期

4 文艷霞;;性表現(xiàn)手法廣告興起發(fā)展的合理性與必然性[J];湖南大眾傳媒職業(yè)技術(shù)學(xué)院學(xué)報(bào);2011年02期

5 何園園;;性暗示在廣告中出現(xiàn)的必然性[J];大眾文藝;2010年20期

6 李欣;;廣告中“性別歧視”之思考[J];新聞世界;2010年S2期

7 陳江;;營銷活動(dòng)中的性感廣告思考[J];綏化學(xué)院學(xué)報(bào);2006年06期

8 張紅輝;;“性感廣告”的商業(yè)價(jià)值和文化禁忌[J];鄭州輕工業(yè)學(xué)院學(xué)報(bào)(社會(huì)科學(xué)版);2006年06期

9 羅蘭秋;性暗示廣告的雙刃劍[J];西南民族大學(xué)學(xué)報(bào)(人文社科版);2005年11期

10 滑明達(dá) ,滕學(xué)明;西方廣告“性”致不再[J];傳媒;2005年02期

，

本文編號(hào)：1649096